If you haven’t heard of it yet, it’s because the company hasn’t aggressively marketed its products outside of China. So here’s what you need to know.

There are many DingDongs

The DingDong A3 is just one of a set of intelligent speakers that LingLong makes.

LingLong is a 150 million yuan ($22 million) joint venture between speech technology firm Iflytek and Jingdong, which runs China’s second-largest online store, JD.com. The joint entity was set up in March 2015 specifically to develop smart home gadgets.

This latest A3 speaker follows a slightly more expensive metal version, the A1, that was launched half a year ago, priced at 798 yuan ($115). It doesn’t appear to be portable, however.

And perhaps the company didn’t take into account the name sounding humorous to English speakers, because it’s been so focused on China.

Given that the Amazon Echo’s assistant, Alexa, doesn’t speak Chinese, and Google’s platform is geographically blocked in China (limiting how well the Home would work), LingLong comes to a market that is fairly unpenetrated, yet has demand for the latest consumer technology available.

With Jingdong’s backing, and a specific focus on developing the software to understand different Chinese dialects and accents, the DingDong speakers are far better poised than Western competitors at tackling China’s huge potential.

CORRECTION: Nov. 25, 2016, 12:06 p.m. SGT An earlier version of this story used the wrong Chinese characters to interpret LingLong’s name. This has been updated to correct the error.